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Brief Published: 28 Mar 2017

Dior’s New Feminism: #TheWomenBehindTheLens

Dior #TheWomenBehindTheLens project

Hot on the heels of a diverse and politically charged fashion season, French fashion house Dior is celebrating the unique perspectives of women for its latest video campaign.

#TheWomenBehindTheLens project sees the brand invite nine female photographers to interpret Dior pieces with their own personal vision, with each using their work to explore what it means to be a woman. Among the group are documentary photographer Janette Beckman and influential art director Maripol, who are also interviewed about the designs and the challenges of working in a male-dominated field.

The campaign represents one of the many ways the brand is trying to carve its identity as a feminist house led by a female artistic director. Its Spring/Summer 2017 collection attracted some negative attention after its Chimamanda Ngozi Adichie-inspired We Should All Be Feminists T-shirts were set to retail at £490 ($710). The brand later announced that proceeds would be donated to singer Rihanna’s non-profit organisation.

Dior’s latest project goes some way to silence the criticism levelled at its so-called hollow feminism, with its latest project using feminist motives to increase the visibility of women in the creative industries – not just to sell T-shirts. Fashion brands would do well to consider their political sentiments beyond their products, with the most successful reflecting these statements across their entire brand.

For more on fashion’s empowering mood, see Feminism-Fuelled Retail, Puma’s Female Empowerment Hub and our A/W 17/18 Editor’s Overview. For more on how brands are navigating the cultural conversation, see Brands Take a Stand.